Chipotle Announces They Will Source Grass-Fed Beef From Australia

Dear producers,

On May 29, Chipotle CEO Steve Ells announced through a blog in the Huffington Post that the restaurant chain will start sourcing grass-fed beef from Australia because they are unable to meet their supply needs for “Responsibly Raised” beef (which Chipotle defines as raised without hormones or antibiotics, among other things) from producers in the U.S.

“In 2013, our company purchased about 45 million pounds of domestic Responsibly Raised beef; but the U.S. supply isn’t growing quickly enough to match our demand,” says Ells. “… rather than meet the shortfall with conventionally raised beef from cattle treated with growth hormones and antibiotics, we decided to take this opportunity to start sourcing more truly grass-fed steak. So in addition to expanding our supply of beef raised without growth hormones or antibiotics, we are particularly excited to be able to serve more beef that comes from cattle raised entirely on grass.”

Ells says he hopes Chipotle’s “demand for grass-fed beef will help pave the way for more American ranchers to adopt a grass-fed program, and in doing so turn grass-fed beef from a niche to a mainstream product. We’re optimistic that our decision to serve grass-fed beef from Australia is one small step in the larger journey of restoring the practice of raising great American beef entirely on grass.”

This is not the first time Chipotle has tried to position one way of raising food as better than another; however, it’s the first time they have suggested that the U.S. beef community doesn’t produce the type of beef they want to serve in their stores. According to an interview with two beef producers, one grass-finished and the other grain-finished, Chipotle could find beef to meet their needs in the United States if they would work with U.S. farmers and ranchers.

We are encouraging producers, starting with Darrell Wood and Darrel Sweet, to raise their voices and respond to let Chipotle know what they think of the recent announcement and informing Chipotle that they can supply beef by using the hashtag #CallDarrell and special number 951-389-4FWI. Here’s how you can get involved:

• SHARE ONLINE:
  • o   Twitter:
    • Tweet @Chipotle, encouraging the restaurant to #CallDarrell at 951-389-4FWI for their beef needs.
    • Recommended Twitter posts, utilizing the hashtag #CallDarrell and the phone number 951-389-4FWI:
      • Hey @Chipotletweets, want responsibly raised beef? #CallDarrell at 951-389-4FWI More info: http://bit.ly/1ktZaa2
      • Beef producers raise responsible beef and can supply.  For more info @chipotletweets, #CallDarrel 951-389-4FWI More info: http://bit.ly/1ktZaa2
      • o   Facebook Strategy:
        • Since Facebook has more of a producer audience over a consumer audience, we recommend you use the myth/fact format on Facebook.  At the end, encourage the producer to re-share the information
        • Recommended Facebook post:
          • Myth: Beef producers can’t meet Chipotle’s definition of responsible raised beef.
            Fact: Beef producers are happy to supply Chipotle’s needs.
            http://bit.ly/1ktZaa2

If you agree – please share this post with your followers.

• WRITE A LETTER:
  • o   Write a letter to Chipotle (whether you are a grass-finished or grain-finished beef producer,) explaining how you raise responsible beef and offer to supply Chipotle with responsibly raised beef. Send a copy of your letter to FYI@beef.org so that we can track how many letters are sent and how many producers reach out.

Chipotle Mexican Grill, Inc.

Attn: Steve Ells, co-CEO

1401 Wynkoop St Suite 500

Denver, CO 80202

• o   Submit a comment to Chipotle online explaining how you raise responsible beef and offer to supply Chipotle’s stores with beef that was raised with integrity. Send a copy of your comment to FYI@beef.org so we can track how many are submitted.
• o   Comment on the Huffington Post announcement and offer to supply Chipotle with beef.

Thank you,

Beefmaster Breeders United